Chronic Loneliness and Consumer Responses to Interpersonal Haptic Experiences

Although marketers claim that haptic experiences help consumers regain feeling connected with others, little is known about whether chronically lonely consumers actually favor such haptic experiences. We show that chronically lonely consumers avoid haptic experiences because they lack interpersonal trust, which in turn lowers their comfort with interpersonal touch.


Elena Fumagalli, Jaehoon Lee, and L. J. Shrum (2019) ,"Chronic Loneliness and Consumer Responses to Interpersonal Haptic Experiences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 563-564.


Elena Fumagalli, Universidad Torcuato Di Tella, Argentina
Jaehoon Lee, Florida International University, USA
L. J. Shrum, HEC Paris, France


NA - Advances in Consumer Research Volume 47 | 2019

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